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Product Placement in Czech Film
Šťastná, Hana ; Kladný, Tomáš (advisor) ; Chytková, Zuzana (referee)
This thesis deals with product placement in Czech cinematographic work as a specific way of presentation branded product. From a few points of view consumer aesthetics, semiotics of cinema and marketing semiotics is explored four movies (Empties, Women in Temptation, Men in hope and Perfect Days). At selected scenes we show how branded products are presented in the movie, how the placements are integrated into the plot and the story. The paper uses classified in terms of efficiency. It is following up the meaning value of the brand, of the context and of the role in which the product placement occurs. The film shots and scenes in which branded products are used, we focus on the denotative and connotative meanings and uses of rhetorical figures of metaphor and metonymy, meaning funds used semiotics and semiotics of film marketing. Along with this case is taken account of consumer aesthetics, which justifies daily consumption. Attention is paid not only at branded products, but also scenes and product which are free from labels (belonging without a brand) or have labels fictional brands. Keywords Product placement, semiotics of cinema, marketing semiotics, consumer aesthetics, branded entertainment, brand, movie
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The Influence of Social Class on Perception of Sport Activities among Czech Consumers
Fišera, Marek ; Chytková, Zuzana (advisor) ; Pešek, Ondřej (referee)
The thesis deals with the influence of social class on the choice and frequency of sports activities in the context of Czech consumers. The theoretical part defines basic terms such as consumer behavior, models of consumer and outlines most important stratification theories, together with socio-economic classification schemes. The analytical part identifies through qualitative research a selection of socially-conditioned aspects influencing choice and intensity of sports activities. The thesis provides analysis of these aspects usable for marketing purposes and examination of consumer behavior.
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Manifestation of Discursive Hierarchies in Consumption in the Context of Financial Crisis
Šrám, Kristián ; Chytková, Zuzana (advisor) ; Tahal, Radek (referee)
This thesis seeks to analyze how social position is negotiated by particular consumption practices. Thesis is theoretically based upon social-constructivist claims that reality is a social construct that comprises of continuously negotiated meanings. That implies that observed phenomena, such as among others consumption and social position, are seen as constituted by the cultural and symbolic dimensions of society. Methodological basis of the thesis is qualitative research. In the context of consumer behavior research I follow the research stream of consumer culture theory. Key findings of the study are that discourses on consumption are partially determined by social position while higher classes are comparatively more reflexive in their interpretations of consumption. However, social boundaries are not strictly given which creates a space for negotiating one`s social position. That might be accomplished by reinterpretation of social position. Prominent strategies of such reinterpretations were defined by discourses of neoliberalism and egalitarism. Another option consists of transgressing the economic boundaries by utilizing cultural capital. However, in the Czech society there has not yet been developed a clear consensus on what cultural capital consists of - that creates even more potential for negotiating one`s own social position.
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Marketing recommendations for maternity hospitals on the basis of questionnaires inquiry containing preferences of expectant mothers
Kuželová, Adéla ; Chytková, Zuzana (advisor) ; Pařízek, Antonín (referee)
The main goal of this Master's Thesis is to form marketing recommendations for maternity hospitals. These marketing recommendations are in the form of marketing mixes, that are designed for individual revealed segments. The theoretical part of my Master's Thesis contains the reason why the maternity hospitals should implement marketing in the present day. Further goal of the theoretical part is to explain why I apply to the area of obstetrics the marketing of services. Further the theoretical part describes specifics of marketing of services, segmentation process, targeting and positioning. There is stated characteristics of the marketing mix in the area of services at the end of the theoretical part. The analytical part is based on written questionnaires inquiry. On the basis of results of questionnaires inquiry is carried out the process of segmentation using statistical programme IBM SPSS Statistics version 21.0. The result of segmentation process is discovering three market segments. These segments show similar characteristics. There is determined attractiveness of revealed segments in the chapter dealing with targeting. Marketing recommendations describe the value of providing services. Marketing recommendations are supplemented with social status of respondents.
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Czech consumer leisure analysis
Jansa, Hynek ; Chytková, Zuzana (advisor) ; Černá, Jitka (referee)
The aim of the thesis is to make segmentation of leisure activities market, to uncover important customer segments and describe the differences in their behavior and feature. Is used the knowledge of social sciences, particularly economics and sociology, with the help of which is described relationship of lifestyle and consumer behavior. The data come from research focused on consumer and media behavior and its relation to population lifestyle. Data were subjected to factor and cluster analysis.
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Czech young consumers' consumption and perception of beer: a netnographic study
Černo, Lukáš ; Chytková, Zuzana (advisor) ; Stříteský, Václav (referee)
The goal of this thesis is to define what globalization is, how the people across the world react to it based on their local context, how the reactions change under the conditions of economic crises and finally how the reactions are reflected in consumption. I answer these goals both from the theoretical and practical perspective. Based on my review of theory I define globalization (1) in economic terms as a recurring phenomenon related to changing power structures of world economy when new economic centers emerge and (2) in cultural terms as localized human experience determined by both one's worldview and one's local circumstances. I further hypothesize that the worldview underlying this localized experience changes during economic crises from modernism to traditionalism and postmodernism. Since Consumption then reflects our worldview in a culturally specific way. In the practical part I further test these findings through a netnographic study focused on Czech beer enthusiasts. The key finding is that the beer enthusiasts express a need to return to traditional brewing methods. However, there appears to be no correlation between economic crisis and the emergence of traditionalism among beer enthusiasts but rather the traditionalism erupst due to clash between modernist worldview of beer enthusiasts and perceived destruction of beer industry by capitalism. Finally, the traditionalism doesn't seem to be replacing modernist worldview of beer enthusiasts but rather serves as a resource for this worldview.
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Analysis of healthy food advertisements
Zahrádková, Martina ; Chytková, Zuzana (advisor) ; Říha, David (referee)
The thesis deals with the expression of health in advertisements. It analyses individual advertisements through semiotic analysis, which is divided into several parts. First of all it analyses the effect of advertisement, its linguistic contents and the meaning of the advertisement. At the end these advertisements are compared and motives are chosen, which connect all of these advertisements. The result is a picture of health, as it is presented in advertisements.
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Healthy lifestyle and Czech consumers
Kubešová, Jana ; Chytková, Zuzana (advisor) ; Vávra, Oldřich (referee)
This thesis is focused on healthy lifestyle. It concentrates specifically on impact on human health and which lifestyle lives Czech population. This work summarizes the principles of helathy lifestyle and reveals lifestyles of Czech people with market segmentation and MML-TGI data in the practical part. This can help firms in targeting and addressing people within healthy lifestyle.
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Case-study of seniors’ lifestyle in relationships to healthy food
Krebsová, Michaela ; Chytková, Zuzana (advisor) ; Svobodová, Šárka (referee)
The aim of the presented case-study is a detection of the influence of seniors' lifestyle to healthy food. Qualitative approach to this topic should detect some selected aspects of seniors' lifestyle -- imaginations concern healthy food, real food shopping, and their real physical activities. Empirical pilot research was focused at sample of urban population, age 65+, living in Prague. Next aim of the master's thesis lies in economical consequences of seniors' lifestyle in relationships to healthy food and its potential changes. The thesis use methods like critical comparative approach to secondary data, qualitative approach in pilot sociological research, semi-structured interview, analyses and synthesis. The results are discussed in a framework of some sociological, demographical and marketing studies. The master's theses show seniors also like a challenging segment of populations in terms of great occasion for economic subjects and their business. General approach of the thesis is based on the contemporary concept of the relationships between active lifestyle and healthy food.
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